Trolley problems have been used in the development of moral theory and the psychological study of moral judgments and behavior. Most of this research has focused on people from the West, with implicit assumptions that moral intuitions should generalize and that moral psychology is universal. However, cultural differences may be associated with differences in moral judgments and behavior. We operationalized a trolley problem in the laboratory, with economic incentives and real-life consequences, and compared British and Chinese samples (...) on moral behavior and judgment. We found that Chinese participants were less willing to sacrifice one person to save five others, and less likely to consider such an action to be right. In a second study using three scenarios, including the standard scenario where lives are threatened by an on-coming train, fewer Chinese than British participants were willing to take action and sacrifice one to save five, and this cultural difference was more pronounced when the consequences were less severe than death. (shrink)

Contemporary leadership theory -- Leading with heart -- Moses -- Gautama Buddha -- Confucius -- Jesus Christ -- Muhammad -- Mahatma Gandhi -- Martin Luther King, Jr. -- St. Pope John Paul II -- St. Mother Teresa -- Pope Francis I -- What have you learned -- Appendix: Diagnostics (Heart Smart surveys I & II).

Cultural differences pose a serious challenge to the ethics and governance of artificial intelligence from a global perspective. Cultural differences may enable malignant actors to disregard the demand of important ethical values or even to justify the violation of them through deference to the local culture, either by affirming the local culture lacks specific ethical values, e.g., privacy, or by asserting the local culture upholds conflicting values, e.g., state intervention is good. One response to this challenge (...) is the human rights approach to AI governance, which is intended to be a universal and globally enforceable framework. The proponents of the approach, however, have so far neglected the challenge from cultural differences or left out the implications of cultural diversity in their works. This is surprising because human rights theorists have long recognized the significance of cultural pluralism for human rights. Accordingly, the approach may not be straightforwardly applicable in “non-Western” contexts because of cultural differences, and it may also be critiqued as philosophically incomplete insofar as the approach does not account for the role of culture. This commentary examines the human rights approach to AI governance with an emphasis on cultural values and the role of culture. Particularly, I show that the consideration of cultural values is essential to the human rights approach for both philosophical and instrumental reasons. (shrink)

Across cultures people construct spatial representations of time. However, the particular spatial layouts created to represent time may differ across cultures. This paper examines whether people automatically access and use culturally specific spatial representations when reasoning about time. In Experiment 1, we asked Hebrew and English speakers to arrange pictures depicting temporal sequences of natural events, and to point to the hypothesized location of events relative to a reference point. In both tasks, English speakers (who read left to right) arranged (...) temporal sequences to progress from left to right, whereas Hebrew speakers (who read right to left) arranged them from right to left, replicating previous work. In Experiments 2 and 3, we asked the participants to make rapid temporal order judgments about pairs of pictures presented one after the other (i.e., to decide whether the second picture showed a conceptually earlier or later time-point of an event than the first picture). Participants made responses using two adjacent keyboard keys. English speakers were faster to make “earlier” judgments when the “earlier” response needed to be made with the left response key than with the right response key. Hebrew speakers showed exactly the reverse pattern. Asking participants to use a space-time mapping inconsistent with the one suggested by writing direction in their language created interference, suggesting that participants were automatically creating writing-direction consistent spatial representations in the course of their normal temporal reasoning. It appears that people automatically access culturally specific spatial representations when making temporal judgments even in nonlinguistic tasks. (shrink)

In this study, we examined the role of social learning theory in explaining academic dishonesty among 673 college students in the United States, France, and Greece. We found support for social learning theory such that perceived peer dishonesty was incrementally valid as a predictor of self-reported academic dishonesty across three countries beyond personal factor of conscientiousness and demographic factor of age. Contrary to expectation, perceived penalty for academic cheating received support in the U.S. sample only. Justification for academic dishonesty contributed (...) incremental variance after controlling for other factors including age, conscientiousness, perceived penalty for cheating and peer dishonesty across three countries. In addition, cultural differences accounted for almost 50% of the explained variance in academic dishonesty with French students reportedly engaged in significantly more academic cheating behavior than Greek and U.S. students. Discussion and implications for business ethics teaching and research were discussed. (shrink)

The fact that there are different cultures in the world is too obvious for words. COnsidering thus cultural differences in the light of the phenomenological concept of life-world may raise the following questions: Do we live in the same life-world regardless of such cultural differences? Or do we live in different life-worlds because of cultural differences? The first question presupposes a singular life-world, whereas the second question entails a plurality of life-worlds. IN any case, (...) how is the notion of cultural difference related to that of the life-world? Edmund Husserl (1859-1938), the founder of phenomenology seems to conceive the life-world as the bare ground of the natural sciences. THe life-world therefore acquires a universal validity regardless of cultural differences. IN contrast, for Alfred Schutz (1899-1959), who is more concerned with the foundation of human and social sciences than that of natural sciences, the life-world understood as field of praxis with social and cultural characteristics unavoidably assumes cultural differences. Besides critically discussing these two radically diverging positions, the book also discusses what Bernhard Waldenfels sees as a common denominator: the idea of grounding (Grundlegungsidee). BOth Husserl and Schutz develop in their own ways a foundationalist interpretation of the life-world. IN whatever case, the book seeks to overcome any foundationalism whether in the form of universalism or culturalism by suggesting to refocus and inquire into the status of cultural objects. UNiversals are ill-suited for cultural matters. COrrelatively, considering cultural objects from alien cultures requires acknowledging difference with a sense of humility that does not preclude the possibility of understanding. (shrink)

This article focuses on the governance and ethical conduct of research within the domain of social work and social care. Globally, research in this domain appears less well regulated than those in the domains of health care. Within the United Kingdom, the Westminster government is implementing a Research GovernanceFramework for Social Care in England (RGF Social Care). This article locates this development in a broader global context and uses as an example a regionally based implementation to explore some potential issues (...) that arise from the governance and ethical framework in social work and social care. The proposed system is located with English local authorities. Various models are emerging: single department; corporate; dual or multi-council collaborations; cross-sector collaborations. Whatever the merits of the organizational form adopted, the influence of different cultures upon the form of governance and ethical regulation adopted is significant. (shrink)

Research on cultural transmission among Americans has established a bias for transmitting stories that have disgusting elements. Conceived of as a cultural evolutionary force, this phenomenon is one type of emotional selection. In a series of online studies with Americans and Indians we investigate whether there are cultural differences in emotional selection, such that the transmission process favours different kinds of content in different countries. The first study found a bias for disgusting content among Americans but (...) not among Indians. Four subsequent studies focused on how country interacts with kind of emotional content in reactions to transmission of stories or information. Whereas Indian participants, compared to Americans, tended to be less interested in, and excited by, transmission of stories and news involving common disgust-elicitors, the opposite pattern held for transmission of happy surprises and good news. We discuss various possible explanations and implications. (shrink)

Cultural differences occur in the use of categories to aid accurate recall of information. This study investigated whether culture also contributed to false (erroneous) memories, and extended cross-cultural memory research to Turkish culture, which is shaped by Eastern and Western influences. Americans and Turks viewed word pairs, half of which were categorically related and half unrelated. Participants then attempted to recall the second word from the pair in response to the first word cue. Responses were coded as (...) correct, as blanks, or as different types of errors. Americans committed more categorical errors than did Turks, and Turks mistakenly recalled more non-categorically related list words than did Americans. These results support the idea that Americans use categories either to organize information in memory or to support retrieval strategies to a greater extent than Turks and suggest that culture shapes not only accurate recall but also erroneous distortions of memory. (shrink)

Who can feel both happy and sad at the same time, but not discomfort? This study aimed to investigate the cultural differences in mixed emotional experiences induced by conflict stimuli among American and Chinese undergraduate students. In total, 160 Americans and 158 Chinese watched two different valence advertisements (one predominantly positive and the other predominantly negative) that elicited mixed emotions; their feelings were assessed through self-reported measures. Findings indicated the impact that cultural differences have in people’s (...) mixed emotional experiences depends on the emotional components of the mixed emotional situations. The Americans and Chinese both experience a comparably intense mixture of emotions in different valence situations, but their discomfort toward conflicting stimuli is different. Further, dialectical thinking may be a mechanism behind the influence of cultural differences in people’s mixed emotional experiences. Implications for emotion theory and research are discussed. (shrink)

Cross-cultural differences in argumentation may be explained by the use of different norms of reasoning. However, some norms derive from, presumably universal, mathematical laws. This inconsistency can be resolved, by considering that some norms of argumentation, like Bayes theorem, are mathematical functions. Systematic variation in the inputs may produce culture-dependent inductive biases although the function remains invariant. This hypothesis was tested by fitting a Bayesian model to data on informal argumentation from Turkish and English cultures, which linguistically mark (...) evidence quality differently. The experiment varied evidential marking and informant reliability in argumentative dialogues and revealed cross-cultural differences for both independent variables. The Bayesian model fitted the data from both cultures well but there were differences in the parameters consistent with culture-specific inductive biases. These findings are related to current controversies over the universality of the norms of reasoning and the role of normative theories in the psychology of reasoning. (shrink)

While some studies suggest cultural differences in visual processing, others do not, possibly because the complexity of their tasks draws upon high-level factors that could obscure such effects. To control for this, we examined cultural differences in visual search for geometric figures, a relatively simple task for which the underlying mechanisms are reasonably well known. We replicated earlier results showing that North Americans had a reliable search asymmetry for line length: Search for long among short lines (...) was faster than vice versa. In contrast, Japanese participants showed no asymmetry. This difference did not appear to be affected by stimulus density. Other kinds of stimuli resulted in other patterns of asymmetry differences, suggesting that these are not due to factors such as analytic/holistic processing but are based instead on the target-detection process. In particular, our results indicate that at least some cultural differences reflect different ways of processing early-level features, possibly in response to environmental factors. (shrink)

In cross-cultural studies of well-being psychologists have shown ways in which well-being or its constituents are tailored by culture (Arrindell et. al. 1997, Diener and Diener 1995, Kitayama et. al. 2000, Oishi & Diener 2001, Oishi et. al. 1999). Some psychologists have taken the fact of cultural variance to imply that there is no universal notion of well-being (Ryan and Deci, 2001, Christopher 1999). Most philosophers, on the other hand, have assumed that there is a notion of well-being (...) that has universal application. Given the facts about cultural variance, is this a mistake? What are the implications for philosophers of the existence of cultural differences in well-being? In answer to these questions I distinguish two different philosophical projects in the area of well-being. One of these projects seeks to provide a formal analysis of well-being. I argue that this project is not undermined by the kinds of cultural differences that have been discovered and that, therefore, there might be a universal notion of well-being. The other project seeks to provide a substantive account of well-being. Cultural differences are relevant here, but not always as directly relevant as one might have assumed. The main goal of this paper, then, is to argue that the implications of cultural differences for the philosophical project are limited and to clear the ground for a universal notion of well-being. In service of this main goal, the paper takes on three subsidiary tasks. First, I clarify the basic question or questions that philosophers are trying to answer when they talk about well-being. Second, I provide a.. (shrink)

In “Normativity and Epistemic Intuitions”, Weinberg, Nichols and Stich famously argue from empirical data that East Asians and Westerners have different intuitions about Gettier -style cases. We attempted to replicate their study about the Car case, but failed to detect a cross - cultural difference. Our study used the same methods and case taken verbatim, but sampled an East Asian population 2.5 times greater than NEI’s 23 participants. We found no evidence supporting the existence of cross - cultural (...) difference about the intuition concerning the Gettier car case. Taken together with the failures of both of the existing replication studies, our results provide strong evidence that the purported cross - cultural difference in Gettier intuitions does not exist. (shrink)

Developmental research suggests that young children tend to value dominant individuals over subordinates. This research, however, has nearly exclusively been carried out in Western cultures, and cross-cultural research among adults has revealed cultural differences in the valuing of dominance. In particular, it seems that Japanese culture, relative to many Western cultures, values dominance less. We conducted two experiments to test whether this difference would be observed in preschoolers. In Experiment 1, preschoolers in France and in Japan were (...) asked to identify with either a dominant or a subordinate. French preschoolers identified with the dominant, but Japanese preschoolers were at chance. Experiment 2 revealed that Japanese preschoolers were more likely to believe a subordinate than a dominant individual, both compared to chance and compared to previous findings among French preschoolers. The convergent results from both experiments thus reveal an early emerging cross-cultural difference in the valuing of dominance. (shrink)

The ability to recognize a face is crucial for the success of social interactions. Understanding the visual processes underlying this ability has been the focus of a long tradition of research. Recent advances in the field have revealed that individuals having different cultural backgrounds differ in the type of visual information they use for face processing. However, the mechanisms that underpin these differences remain unknown. Here, we revisit recent findings highlighting group differences in face processing. Then, we (...) integrate these results in a model of visual categorization developed in the field of psychophysics: the RAP framework. On the basis of this framework, we discuss potential mechanisms, whether face-specific or not, that may underlie cross-cultural differences in face perception. (shrink)

Emotion suppression has been found to have negative psychological and social consequences in Western cultural contexts. Yet, in some other cultural contexts, emotion suppression is less likely to have negative consequences; relatedly, emotion suppression is also more common in those East-Asian cultural contexts. In a dyadic conflict study, we aim to conceptually replicate cultural differences found in previous research with respect to the prevalence and consequences of emotion suppression,and extend previous research by testing whether (...) class='Hi'>cultural differences are larger for some than for other types of negative emotions. We postulate that cultural differences in suppression are less pronounced for socially engaging emotions than socially disengaging emotions, because the former foster the relationship, whereas the latter emphasize individual goals. Belgian and Japanese couples engaged in a 10-min conflict interaction followed by video-mediated recall, during which participants rated their emotions and emotion suppression every 30 s. As predicted, Japanese participants reported more suppression than their Belgian counterparts, but the cultural difference was more pronounced when participants experienced more socially disengaging emotions than when they experienced more socially engaging emotions. These results suggest that the type of emotion should be considered when describing cultural differences in emotion suppression. Finally, and consistent with previous research, emotion suppression was negatively associated with interaction outcomes in Belgian couples, but not in Japanese couples. (shrink)

Next SectionCultural differences in end-of-life care and the moral disagreements these sometimes give rise to have been well documented. Even so, cultural considerations relevant to end-of-life care remain poorly understood, poorly guided, and poorly resourced in health care domains. Although there has been a strong emphasis in recent years on making policy commitments to patient-centred care and respecting patient choices, persons whose minority cultural worldviews do not fit with the worldviews supported by the conventional principles of western (...) bioethics face a perpetual struggle in getting their care needs met in a meaningful, safe, and healing way. In this essay, attention is given to exploring why cultural differences exist, why they matter, and how health care providers should treat them in order to reduce the incidence and impact of otherwise preventable harmful moral outcomes in end-of-life care. In addressing these questions, a novel application of the renowned terror management theory will be made. (shrink)

Winch’s ‘Understanding a Primitive Society’ addressed the question of how to interpret apparently irrational alien beliefs and practices. Criticizing Evans-Pritchard’s study of Zande witchcraft, Winch argued that across cultures there are divergent conceptions of what is rational and real and that, where they diverge, it is mistaken to apply ‘our’ standards and conceptions to ‘their’ beliefs. Winch’s position is here re-examined in the light of the current debate about whether the Hawaiians thought Captain Cook was divine. Sahlins holds that they (...) did, asserting that different cultures have different rationalities. Obeyesekere disagrees, holding that these views are just further evidence of European myth-making about the natives’ savage mentality, and that ‘practical rationality’ is common to all cultures. In conclusion it is argued that Sahlins’s ‘Maussian’ interpretative strategy is preferable to Obeyesekere’s ‘Davidsonian’ approach, that Sahlins cannot sustain his Winchean claim about rationality and that denying it is a precondition for understanding a practice central to all cultures: that of trying to get the world right. (shrink)

This book presents essays by contemporary thinker and social scientist S. N. Balagangadhara which develop an alternative theoretical framework for a comparative study of Western and Asian cultures. It explores cultural difference in psychology, political theory, ethics, religion, sociology, translation, law, Indology, and philosophy.

Children’s literature provides a critical method of socialization and familiarization with gender roles, providing examples, boundaries, and limitations for gender identity construction. While extensive research has been done on how children’s literature depicts both traditional and non-traditional gender roles, very little research has been published on the cultural differences between literary representations. The aim of the present paper is to describe the representations of social roles of men and women in American, Czech, and Spanish children’s books published between (...) 2010 and 2020. Three best-selling children’s picture books from each year from each respective culture were selected and analyzed, culminating in a thematic analysis of ninety-nine books. Using inductive thematic analysis, the study found all three cultures to be conservative in their depictions of gender roles, with Czech books as the most likely to feature traditional gender roles. Spanish books are more, and American books are the most subversive in their depiction of gender roles, containing an increasing number of non-traditional elements over an examined time period. (shrink)

When a professor from Middle Europe teaches Computer Ethics in the Middle East using a textbook from the US, cultural differences become apparent. A main challenge lies in avoiding cultural imperialism during teaching. In order to meet this challenge, personal portfolios have been used for course work. The course design as well as portfolio tasks are presented and experiences are discussed. Based on our experiences we recommend applying this approach to equally overcome effects of group dynamics in (...) similar courses as well as to bridge the generational gap that normally exists between students and professors. (shrink)

Recent psychological research on the connection between culture and thought could have dire consequences for the idea that there are objective standards of reasoning and that meaningful cross-cultural discussion is possible. The problems are particularly acute if research shows that the Law of Noncontradiction (LNC) is not a universal of folk epistemology. It is extremely difficult to provide a non-circular justification for the LNC, and yet the LNC seems to act as a basic standard for reasoning in the West. (...) If non-Western cultures do not believe the LNC holds, then meaningful cross-cultural discussion and debate will be very difficult, to say the least. In this paper it is argued that the distinction between belief and acceptance is important in analyzing cross-cultural studies on the way people reason. Studies conducted by Richard Nisbett and Kaiping Peng concerning differences between East Asians and Westerners are analyzed. The distinction between belief and acceptance is used to demonstrate that the empirical data currently available fail to show that the LNC is not a universal of folk epistemology. A brief proposal for further research is presented. (shrink)

Address behavior is governed by politeness phenomenon which is culturally bound. This paper attempts to draw a cross-cultural comparison between Chinese and English address forms and, going beneath the surface, explore the cultural differences in value systems and their underlying philosophical sources. The study will help people develop a fuller understanding of the meanings of the address terms, and of the polite intention in social contacts so as to facilitate cross-cultural communication.

We argue that the lack of large cross-cultural differences in many games with student subjects from developed countries may be due to the nature of the games studied. These games tap primarily basic psychological reactions, like fairness and reciprocity. Once we look at norm-enforcement, in particular punishment, we find large differences even among culturally rather homogeneous student groups from developed countries.

Social norm transgressions are assumed to be at the root of numerous substantial negative outcomes for transgressors. There is a prevailing notion among lay people and scholars that transgressing social norms can negatively impact one’s mental health. The present research aimed to examine this assumption, focusing on clinically relevant outcomes such as anxiety and depression. The present research further aimed to examine a social cognitive process for these outcomes in the form of fear of negative evaluations as a result of (...) one’s norm transgressing behavior. Specifically, it examined whether it is negative evaluations about ourselves or about those close to us that mediates the effect of social norm transgressions, and whether those may vary as a function of culture. Results of the present research, including a study with a community sample, suggest a positive association between social norm transgressions and psychological distress. Results also suggest that increased fear of negative evaluation mediates that association but does so differently for people from more collectivistic cultures and people from less collectivistic cultures. For people from more collectivistic cultures increased fear of negative evaluation of close others may mediate the association between social norm transgressions and psychological distress. However, for people from less collectivistic cultures that association may be mediated by increased fear of negative evaluation of oneself. Implications for research on consequences of social norm transgressions and cross-cultural differences in perceptions of such consequences are discussed as are practical implications for motivating social norm adherence and the maintenance of constructive social norms. (shrink)

In 2004 Edouard Machery, Ron Mallon, Shaun Nichols and Stephen Stich published what has become one of the most widely discussed papers in experimental philosophy, in which they reported that East Asian and Western participants had different intuitions about the semantic reference of proper names. A flurry of criticisms of their work has emerged, and although various replications have been performed, many critics remain unconvinced. We review the current debate over Machery et al.’s (2004) results and take note of which (...) objections to their work have been satisfactorily answered and which ones still need to be addressed. We then report the results of studies that reveal significant cross-cultural and intra-cultural differences in semantic intuitions when we control for variables that critics allege have had a potentially distorting effect on Machery et al.’s findings. These variables include the epistemic perspective from which participants are supposed to understand the research materials, unintended anchoring effects of those materials, and pragmatic factors involved in the interpretation of speech acts within them. Our results confirm the robustness of the cross-cultural differences observed by Machery et al. and thereby strengthen the philosophical challenge they pose. (shrink)

Certain social context features (e.g., maternal presence) are known to increase young children's exploration, a key process by which they learn. Yet limited research investigates the role of social context, especially peer presence, in exploration across development. We investigate whether the effect of peer presence on exploration is mediated by age or cultural‐specific experiences. We test its impact on exploration across development (2–11 years) and across cultures (United States and the Tsimane', indigenous farmer‐foragers in Bolivia). Specifically, peer presence does (...) not boost exploration among young U.S. children and becomes more inhibitory among school‐age children. In contrast, peer presence facilitates exploration and provides an additional boost for older Tsimane' children, who differ from U.S. children in their cultural‐specific learning experiences (e.g., formal education), among other differences. We discuss potential cultural factors and mechanisms by which peer presence may boost exploratory behavior. (shrink)

Is it possible for the state simultaneously to respect deep cultural differences and to protect the hard-won citizenship rights of vulnerable group members, particularly women? This 2001 book argues that it is not only theoretically needed, but also institutionally feasible. Rejecting prevalent normative and legal solutions to this 'paradox of multicultural vulnerability', Multicultural Jurisdictions develops a powerful argument for enhancement of the jurisdictional autonomy of religious and cultural minorities while at the same time providing viable legal-institutional solutions (...) to the problem of sanctioned intra-group rights violation. This new 'joint governance' approach is guided by an innovative principle that strives for the reduction of injustice between minority groups and the wider society, together with the enhancement of justice within them. This book will interest students of political and social theory, law, religion, institutional design, as well as cultural and gender studies. (shrink)

We investigated cultural differences between U.S. and Japanese color preferences and the ecological factors that might influence them. Japanese and U.S. color preferences have both similarities and differences. Complex gender differences were also evident that did not conform to previously reported effects. Palmer and Schloss's weighted affective valence estimate procedure was used to test the Ecological Valence Theory's prediction that within-culture WAVE-preference correlations should be higher than between-culture WAVE-preference correlations. The results supported several, but not all, (...) predictions. In the second experiment, we tested color preferences of Japanese–U.S. multicultural participants who could read and speak both Japanese and English. Multicultural color preferences were intermediate between U.S. and Japanese preferences, consistent with the hypothesis that culturally specific personal experiences during one's lifetime influence color preferences. (shrink)

The goal of this essay is to explain how Wittgenstein's philosophy may be helpful for understanding and addressing challenges to cross-cultural communication in educational contexts. In particular, the notions of “hinge,” “intellectual distance,” and “grounds” from On Certainty will be helpful for identifying cultural differences. Wittgenstein's dialogical conception of philosophy in Philosophical Investigations will be helpful for addressing that cultural difference in conversation. While here can be no panacea to address all potential sources of confusion, Wittgenstein's (...) philosophy has strong resources that are helpful for curbing some of our human tendencies to misunderstand other people. (shrink)

Scandals involving celebrities’ moral transgressions are common in both Western and Eastern cultures. Existing literature, however, has been primarily based on Western cultures. We examine differences between South Korea and the United States in consumers’ support for celebrities engaged in moral transgressions and for the brands they endorse. Across six studies, we find that Korean consumers show lower support for celebrities who engaged in moral transgressions. This effect occurs because Korean consumers have a stronger belief that an individual’s competence (...) and morality are interconnected. Thus, Korean consumers are less likely to separate their judgments of celebrities’ morality and competence in professional performance, thereby lowering support for the celebrities. Building on the proposed mechanism, we identify the moderating role of transgression relevance. When a moral transgression is relevant to the domain of the celebrity’s professional competence, the difference in celebrity support between the two countries is attenuated. This difference extends to the support for a brand endorsed by the celebrity transgressor when the brand retains the celebrity endorser, but not when the brand dismisses the endorser. (shrink)

Given the increased relevance of social networking sites for consumers around the globe, companies face the challenge of understanding motivations underlying consumers’ interactions with online brand-related content. Cross-cultural research on consumer motivations for online brand-related activities on SNSs, however, is limited. The present study explored, via in-depth interviews, reasons why Facebook users from individualistic and collectivistic cultures engage with brand-related content. The findings provide in-depth insights, in particular, with regards to collectivistic consumers, to the varied interpretations of the motivations (...) for COBRAs identified in previous literature. We also identified a new motivation specifically for collectivistic cultures: the desire to share an intention to purchase or try a product. Moreover, while collectivistic motivations were driven by the wish to express a sense of belonging to the social group, individualistic cultures appear to engage with brands mainly for obtaining advantages for themselves. (shrink)